Online video revenue almost doubled in the last year according to latest IAB report

Video continues to lead the growth of online ad revenues with spend on the medium very nearly doubling in the 12 months to June this year.

According to the latest Interactive Advertising Bureau/PWC Online Advertising Expenditure Report video advertising grew 98 percent year on year, to reach $389m for the full financial year.

Online Advertising Segments in Financial Year 2015

General display advertising was up 35 per cent to $1.7bn, online search and directories were up 11 per cent to $2.5bn, online classified ads were up 23 per cent to $1bn while mobile was the other major growth driver up 84 per cent to $1.1bn.

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In the last year publishers globally have rushed to improve their video offerings given the scarcity of premium online video which means it commands higher ad prices than other ad slots.

Overall the online advertising market hit record revenues for the full financial year, growing by 19.8 percent or $870.2m from financial year 2014 to reach $5.3bn.

“Consistent year-on-year double digit growth over the past decade is testament to the rewarding relationship marketers are building with consumers through interactive media and shows the vital role interactive advertising now plays in the marketing mix,” said Alice Manners, CEO of IAB Australia.

Nic Christensen worked for Mumbrella from 2013 to 2016, in roles including deputy editor and media & technology editor.
He is former media writer for The Australian and has also worked as a reporter for The Daily Telegraph and senior producer for Radio 2GB.

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